sport marketing :: essays research papers

                    Sport MarketingThe nonion of " trade myopia" has haunted marketers since Theodore Levitt published his famous article "Marketing forgetfulsightedness" in Harvard Business Review in 1960. Levitt argues that companies which narrowly focus on the product to the detriment of customer requirements (i.e., dispensing with the trade concept) suffer from merchandising myopia. myopia or shortsightedness is often apparent within organizations. Several types of marketing myopia can be identified including classic myopia, competitive myopia and efficiency myopia. Companies displaying one of these three elements are clearly distinguishable from innovative firms which embrace the marketing concept in practice and which have a much broader scope than is required for a single business sector. In order to overcome myopia and become innovative, the following is recommended & angst rom61623 Companies should conserve a generic view of themselves and of the industry in which they operate & vitamin A61623 Companies should also take the crucial step to monitor other industries &61623 Benchmarking should be conducted &61623 Marketing staff should be recruited but non necessarily from the same sector &61623 Companies should be flexible and assay unique solutions.The biggest reason for market myopia is the lack of research or the inefficiency of that research. Almost all of the myopia could be avoided if research and the researchers were trained and the opinion process was developed in a good fashion.     All of marketing whether it is in haves or out of magnetic declinations all revolves around the same base rationales the four Ps. In all of marketing the Ps are Product, Price, Place and Promotion, however in sport there is an added principle and that is Public relations. Even the best marketers can come up short according to the se principles because it does not matter how much you know but preferably in a service business such as sport it most important to be able to interact with the consumers. A coarse example of a lack of interaction is here at Merrimack College. Our sport programs do not get enough marketing coverage some(prenominal) on and off campus. Our Sports Information Director does not place flyers in the student union and also he does not advertise on the college television channel. Here at Merrimack, they lack the Promotion aspect of their sports, which includes our segment one hockey program. A great example of this lack of parley was the fact that when the hockey team was playing against then 1 Maine, the campus was not informed of this huge game.